It was a bit inconvenient for Amna Al Haddad, an Olympian female Olympic athlete. As a Muslim, she must wear a headscarf, but she only needs a headscarf that is suitable for sports. Therefore, she can only wash her hands after playing the game each day. She can wear it again the next day.
When Haddad visited the sports brand Nike Sports Laboratory in Oregon, he told Nike this distress.
"Our athletes told us their needs, we have to launch a corresponding product, Nike's professional headscarf is so produced." Nike spokesperson Megan Saalfeld said in an interview with the Arabic satellite television channel in English.
Through cooperation with Haddad and other Muslim athletes such as skater Zahra Lari and local community organizations, Nike has designed a professional sports headscarf “Pro Hijab†that is both sporty and meets Arabic culture.
In the past, many Muslim female athletes could only wear headscarves made of traditional materials to participate in the competition. However, the material of these headscarves is not suitable for sports.
Nike's professional headscarf is made of lightweight polyester material with 10 million holes on the mesh layer, which greatly improves the breathability of the headscarf during exercise. The headscarf is also elastic and elastic. A skater such as Zahra Lari can tightly tie the headscarf during the game, ensuring that he won't loosen when he or she rotates. The rear design of the headscarf is longer and it can be ensured that the headscarf will not be scattered outside the clothes during the movement. The color of the turban is mainly black, gray and obsidian. Nike will officially launch the headscarf in 2018.
The launch of the sport turban has two functions for the Nike brand.
On the one hand, it made Nike the biggest company in the sports functional headscarf market. This is a new market that has only emerged in recent years. The main producers were small, independent brands specializing in the production of sports headscarves, such as Casters in the Netherlands and Friniggi in Botswana. They mainly use technological materials to upgrade Muslims. Athlete's headscarf.
Nike has been seeking breakthroughs in the Middle East national market in recent years: opening more new stores in Arab countries and promoting NTC's fitness applications. It is estimated that the total sports market in Islamic countries may exceed 5 trillion U.S. dollars in 2020.
The female athletes in the Middle East are a young but fast-growing group. At the 2012 London Olympics, people saw women athletes from Brunei, Qatar and Saudi Arabia. It was also the first time in the history of the Olympic Games that all delegations sent female athletes to compete. In the same year, there were 37 female athletes in the Egyptian delegation. This is the largest number of female athletes sent in the Olympic Games since the country began participating in the Olympic Games in 1912.
In the current sports arena, there are more and more female athletes wearing headscarves, such as Jordanian boxer Arifa Bseiso and American fencer Ibtihaj Muhammad (Rio Olympic Games became the first American to wear a headscarf to compete in the Olympic Games in 2016). , and the Kuwaiti triathlete Najla Al Jeraiwi. However, FIFA did not ban the religious headscarf until 2014. The FIBA ​​ban has continued for a long time, and the voting on this issue has been postponed until May of this year.
On the other hand, the launch of this product also reinforces Nike's values. Since US President Trump took office, Nike has been emphasizing the brand's attitude towards multiculturalism in marketing.
In February, Nike launched a new video ad with the theme of "Equality (Equality)" through black athletes and stars, including LeBron James, Kevin Durant, Serena Williams and singer Ai. Lycia Keys's interpretation captures the notion that if people can ignore the appearance or beliefs of an athlete on the field and judge them fairly through competition results, then on the sidelines, people should also insist on it.
Shortly afterwards, Nike released an advertising video about women's movements in the Arab countries. The video shows women in Arab countries and regions participating in sports such as fencing, boxing and ice skating. It aims to break the stereotype that women in these countries and regions are more at home.
With the launch of the new sports headscarf, Nike also aims to convey the same concept. "Nike's professional headscarf was developed through a year of research and development," Nike said in his official statement, "but its origin can be traced back to Nike's founding mission, serving athletes, just like the classic slogan. : As long as you have a body, you are an athlete.
Despite this, Nike's approach to cultural inclusion will be perceived by some outsiders as "too late." Nike has just recently released a series of large-size women's sportswear. However, in Nike’s largest US market, female consumers’ body sizes have already shown large-scale status. American women’s clothing sizes are more concentrated on the 16th than on the 2nd. Moreover, the sports headscarves now launched are not very responsive, and Muslim athletes have been demanding sporting headbands for a long time (although many big brands have not yet produced such products).
Nike said the company hopes that this move will inspire more female athletes and ordinary women to participate in sports. Indeed, in some countries and regions, the proportion of women of Muslim ethnicity who participate in sports is very small, in large part because they do not have proper sportswear.
Reprinted Source: Lazy Bear Sports
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